Redesigning for scale and impact

We started by implementing the most impactful recommendations from the UX audit, such as reworking the information architecture, introducing role-based navigation, standardizing page layouts, adding breadcrumbs, and refining naming conventions. These improvements made the platform more intuitive, supported scalable growth, and helped users navigate with greater confidence.

To further enhance usability, we introduced in-product guidance and initiated a Help Center. We also improved how product journeys connect, making them more logical and less fragmented. Alongside these efforts, we embraced and enhanced the existing design system to support consistent, scalable development across the platform.

Alongside product improvements, we guided the team through a full rebranding initiative. While Adswag remains the company name, the platform itself was given a new product name: Headline.A brand that now truly reflects the energy, values, and identity of the team behind it: young, dynamic, and just the right amount of cheeky.

We broke down all the key elements that form a brand, including vision, mission, name, logo, colors, shapes, and tone of voice; and rebuilt them into a cohesive system that felt authentic to the Headline team. Through several rounds of exploration and A/B testing, we defined and delivered a brand that didn’t just look good, but felt right. From visual identity to messaging, every detail was aligned to express their vision clearly and confidently. We also provided a full set of visual guidelines to ensure brand consistency across the entire product experience.

After six months of collaboration, Headline launched its redesigned MVP in April 2025. The result is a future-ready, user-centered platform that improves usability for strategic users and lays a scalable foundation for growth.

The early signs are promising: power-user workflows are more intuitive, product journeys are more connected, and in-product guidance supports smoother progression. While it’s still early to quantify long-term impact, the redesign already shows potential to support a more effective sales process by improving platform clarity and flow.

With the MVP now live, our focus as a design team is on expanding and improving the product gradually through an agile process. We’re refining the scalable strategy, evolving user journeys, and preparing the platform for broader adoption. The user base is growing steadily, and as usage increases, so will the insights that guide our next iterations. We’re just getting started.